<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2739-0063</journal-id>
<journal-title><![CDATA[Revista InveCom]]></journal-title>
<abbrev-journal-title><![CDATA[Revista InveCom]]></abbrev-journal-title>
<issn>2739-0063</issn>
<publisher>
<publisher-name><![CDATA[Asociación Investigadores Venezolanos de la Comunicación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2739-00632025000300201</article-id>
<article-id pub-id-type="doi">10.5281/zenodo.14051441</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Impacto del boca a boca electrónico (e-WOM) en las decisiones de compra en línea: Una revisión sistemática en contextos empresariales]]></article-title>
<article-title xml:lang="en"><![CDATA[Impact of Electronic Word of Mouth (e-WOM) on Online Purchasing Decisions: A Systematic Review in Business Contexts]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lyon-Del Carpio]]></surname>
<given-names><![CDATA[Pamela del Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rivas-Villena]]></surname>
<given-names><![CDATA[Jesús Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salazar-Mendoza]]></surname>
<given-names><![CDATA[Héctor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de San Ignacio de Loyola  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Perú</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de San Martín de Porres  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Nacional del Callao  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2025</year>
</pub-date>
<volume>5</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S2739-00632025000300201&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S2739-00632025000300201&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S2739-00632025000300201&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La investigación sobre la influencia de la E-WOM en las decisiones de compra online de los consumidores es esencial para las empresas en un entorno digital creciente, dada la prevalencia de las transacciones digitales. Esta revisión sistemática de la literatura científica identifica tendencias y técnicas óptimas a través del análisis de 60 artículos de revistas indexadas en la Web of Science y Scopus. Los hallazgos destacan la importancia de la credibilidad de la información y la calidad de la narración en la percepción del E-WOM por parte de los compradores, así como la influencia de factores como la generación y la reputación del producto en la decisión de compra. Se concluye que la E-WOM sigue siendo crucial en la toma de decisiones del consumidor online; además, se reconocen limitaciones debido a la complejidad del proceso decisional y la influencia de múltiples factores en la selección del cliente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Research on the influence of E-WOM on consumers' online purchase decisions is essential for companies in a growing digital environment, given the prevalence of digital transactions. This systematic review of the scientific literature identifies trends and optimal techniques by analyzing 60 articles from journals indexed in Web of Science and Scopus. Findings highlight the importance of information credibility and narrative quality in E-WOM perception by buyers, as well as the influence of factors such as generation and product reputation on purchase decisions. It is concluded that E-WOM remains crucial in online consumer decision-making; however, limitations are acknowledged due to the complexity of the decision-making process and the influence of multiple factors on customer selection.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[decisión]]></kwd>
<kwd lng="es"><![CDATA[compra online]]></kwd>
<kwd lng="es"><![CDATA[consumidor]]></kwd>
<kwd lng="es"><![CDATA[producto]]></kwd>
<kwd lng="es"><![CDATA[E-WOM (boca a boca electrónico)]]></kwd>
<kwd lng="en"><![CDATA[decision]]></kwd>
<kwd lng="en"><![CDATA[online purchase]]></kwd>
<kwd lng="en"><![CDATA[consumer]]></kwd>
<kwd lng="en"><![CDATA[product]]></kwd>
<kwd lng="en"><![CDATA[E-WOM (electronic word of mouth)]]></kwd>
</kwd-group>
</article-meta>
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